Marketing in medicine is a complex topic. For marketing in medicine, it is necessary to have a lot of creativity. The fact is that the medical laws are different; there are a number of strict restrictions on advertising on medical topics. Still, health is not a joke. I advise you to study the laws that regulate advertising in the medical sphere in your country.
What is forbidden to do in any advertisement for medical services?
- Advertise abortion, prescription drugs, illegal drugs, narcotic and psychotropic substances;
- Declare the complete safety of treatment, guarantee a 100% positive result;
- Promise the appointment of treatment without visiting a doctor.
When technical difficulties are added to such a number of restrictions, it can be completely confusing. Fortunately, if you run into technical issues such as macbook screen black with lines.
You always have a reliable adviser to help you navigate this situation. And understand how serious the damage is and how it can be fixed. Mac is the best choice for a marketing specialist. Therefore, the health of your computer also matters.
You can promote yourself with the help of advertising in search engines, and the Google display network. But keep in mind that they have their own rather strict limitations. For online promotion of medical services, you will need a medical license to carry out medical activities. It must be provided to the advertising platform. For banner image ads, choose neutral images – a smiling doctor, a doctor with a patient at the reception. Do not use unpleasant photos with the process of procedures, or external manifestations of diseases. Also, do not take photos with naked parts of the body, where you can find some sexual overtones.
Limitations for Google Ads.
The guidelines for tailored health-related advertising clearly state that Google forbids the remarketing and targeting of health-related ads. However, you can run ads on the Display Network and in search. Avoid mentioning medical services and procedures. In the wording, it is better to refrain from words like “treatment, diagnosis, consultation, reception, vaccine” – everything that relates to medical services. It sounds ridiculous, but otherwise, the ads will not be missed. Do not be afraid, there is a way out. Make ads with a focus on a specific medical institution or specialist.
SMM in medicine
The quality of life of the patient is directly impacted by medical services, so the clinic or physician is carefully and meticulously picked. Additionally, the correct material will assist establish the organization and certain specialists in his eyes, even if he doesn’t contact you directly. Distributing material on social networks is the most practical option because you can lead the client through the complete funnel there, from acquaintance to recurrent solicitations.
What to write about to the clinic in social networks:
- Tips for a healthy lifestyle;
- How common diseases arise and are treated;
- A story about a specific procedure;
- Patient’s history;
- Answers to questions from subscribers.
Try collecting user-generated content for your pages as well. Encourage customers to generate it, for example, promise a discount on the next appointment if the patient posts a review about the clinic with a photo and hashtag.
- You don’t waste time creating content;
- Reach an additional audience – your patient’s subscribers will know about you;
- You get trust – people are more willing to choose a clinic if one of their friends has already used its services.
Medical content is one of the most difficult branches of marketing, but get hold of it. Make content for the specifics of social networks. It is not necessary to make all posts short, but necessarily interesting, dynamic, and memorable. Try different types of content and their formats. In parallel with the clinic, you can promote the personal brands of its specialists. This is a good strategy, because many patients are not looking for a clinic, but for “their” doctor: to be professional, polite, easy to communicate, and attentive.
In your personal account, try to create just such a humane image of a doctor. To do this, publish personal content among professional content. All content should eventually work for a pleasant professional image.